A message about conversion rate optimisation that tries to reach everyone reaches nobody. Attribution in this area of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. The difficulty is not agreeing that the marketing and commercial practice capability matters — it is deciding what to stop doing to make room for it. Work is grounded in real cases drawn from conversion rate optimisation, which each participant adapts to conditions in their own organisation. It is appropriate for those preparing to take on wider responsibility for this area of marketing and commercial practice. Participants finish able to explain the wider marketing and commercial practice agenda to a non-specialist audience without losing precision. The course sets out a working method for conversion rate optimisation that participants can apply the week they return. Comparative studies of the practice within marketing and commercial practice across sectors find the same handful of failure points recurring. The programme ends where implementation begins, with this aspect of marketing and commercial practice broken into steps someone can start on Monday.
Expected Learning Outcomes
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Protect the brand while pursuing short-term targets in conversion rate optimisation.
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Identify the failure points in conversion rate optimisation most likely to cause loss, and control them first.
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Set measurable objectives for conversion rate optimisation tied to revenue rather than reach.
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Translate policy on conversion rate optimisation into procedures that hold up under day-to-day pressure.
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Handle the trade-offs in conversion rate optimisation between speed, cost and assurance explicitly rather than implicitly.
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Design the qualification criteria that stop effort being wasted in conversion rate optimisation.
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Plan expansion of conversion rate optimisation into new segments or markets deliberately.
Who Should Attend
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Brand and communications specialists shaping conversion rate optimisation.
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Retail and channel managers executing conversion rate optimisation in the field.
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Product managers whose proposition depends on conversion rate optimisation.
